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Marketing That Literally Raises Your Pulse

If I had a dime for every time I heard a business marketer say, “What really makes our brand unique is our people” or “Our business is all about relationships,” I’d be a rich woman.

Trite but true, in business markets, human-to-human (HtoH) experiences are extremely important as many business transactions and interactions involve some sort of direct HtoH contact. This approach has repeatedly played out in research studies where attributes related to “relationships” are very often key contributors to a business brand’s overall equity. Whether a face-to-face or a digitally enabled conversation, when we have interactions with other human beings—be it sales, customer service, billing, tech support—it creates a pulse-raising (or lowering) experience. Why? It’s physiological.

According to Daniel Goleman, author of Emotional Intelligence and Primal Leadership, our emotions are physiologically part of our limbic system. Our limbic system is an “open loop” system, meaning it picks up on signals from the people around us. HtoH interactions literally have a direct physical impact on our bodies and our emotions. Goleman says it’s a scientific fact that we “catch” feelings and moods from one another such that at the end of just a 15-minute conversation, our physiological profiles (for example: heart rate, breathing) will “mirror” one another.

If we believe brands live in the mind of the target audience, and if human interactions create physiological/emotional reactions, then H2H touchpoints are enormously critical to brand development and management. Sales, service, tech support, accounting, HR—each interaction is provoking some form of a physical/emotional experience with our audience. These powerful interactions are either reinforcing the intended brand strategy and communications investment or they’re sabotaging it.

That begs two questions: What are the vibes being sent from the people in your organization? What vibes should be sent?

If I had a dime for every time I heard a business marketer say, “What really makes our brand unique is our people” or “Our business is all about relationships,” I’d be a rich woman. Trite but true, in business markets, human-to-human (HtoH) experiences are extremely important as many business transactions and interactions involve some sort of direct HtoH contact. This approach has repeatedly played out in research studies where attributes related to “relationships” are very often key contributors to a business brand’s overall equity. Whether a face-to-face or a digitally enabled conversation, when we have interactions with other human beings—be it sales, customer service, billing, tech support—it creates a pulse-raising (or lowering) experience. Why? It’s physiological.

According to Daniel Goleman, author of Emotional Intelligence and Primal Leadership, our emotions are physiologically part of our limbic system.Our limbic system is an “open loop” system, meaning it picks up on signals from the people around us. HtoH interactions literally have a direct physical impact on our bodies and our emotions. Goleman says it’s a scientific fact that we “catch” feelings and moods from one another such that at the end of just a 15-minute conversation, our physiological profiles (for example: heart rate, breathing) will “mirror” one another.

If we believe brands live in the mind of the target audience, and if human interactions create physiological/emotional reactions, then H2H touchpoints are enormously critical to brand development and management. Sales, service, tech support, accounting, HR—each interaction is provoking some form of a physical/emotional experience with our audience. These powerful interactions are either reinforcing the intended brand strategy and communications investment or they’re sabotaging it.

That begs two questions: What are the vibes being sent from the people in your organization? What vibes should be sent?

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